For years, people with curly, coily and wavy hair sat on the fringes of India’s mainstream haircare market. That is not surprising because most homegrown companies develop general haircare ranges for sleek, straight tresses and leave textured hair to be managed with imported solutions, expensive niche brands, or improvised routines.

The market is evolving, and is estimated to grow from $4.1 Bn in 2026 to$5.2 Bn by 2031, reflecting a clear shift to specialised, science-backed formulations. Nevertheless, the once-perm-crazy culture remained underserved, and curl-care ranges designed for Western climates struggled in India’s high humidity and hard water. Frizz, dryness and heavy build-up became common complaints. What remained missing was an affordable, homegrown brand that understood Indian hair textures and how they behave day to day.

Fix My Curls was launched in 2019, after founder Anshita Mehrotra grew frustrated with these shortfalls (she has textured hair). Instead of standalone products, the brand built complete routines for cleansing, conditioning and styling. These replaced fragmented, trial-and-error regimens with beginner-friendly systems rooted in formulation science. Over time, the brand has helped users embrace natural textures and embrace their natural texture, rather than trying to suppress it.

Fix My Curls has tailored its formulations for Indian weather and water conditions. The brand currently offers more than 55 SKUs across wash and styling categories. Its flagship products, including Curl Quenching Hair Butter, Leave-In Cream and Flaxseed Gelly, are designed to manage humidity-driven frizz and moisture imbalance, offering definition and hold without weighing hair down.

Across the portfolio, products are paraben- and silicone-free, vegan, and cruelty-free, with PETA certification reinforcing the brand’s clean-formulation mission. Its manufacturing is handled by Fixderma India, a family-run business, with production based in Neemrana, Rajasthan. This setup allows the brand to maintain close control over quality and consistency as it scales its product range.

Early growth was driven less by paid promotion and more by customer education and community building. The brand closed key knowledge gaps through Instagram tutorials, guides and content that demystified textured hair maintenance.

This knowledge-driven approach also shaped the brand’s revenue mix. Currently, marketplaces account for 45% of its sales, followed by quick commerce (30%) and the D2C website (15-20%). Additionally, international markets account for 9% of its total revenue.

Its revenue jumped from ₹8.73 Cr in FY24 to ₹21.42 Cr in FY25, marking a 145% YoY growth. For FY26, the brand has reached ₹18 Cr in revenue and aims to surpass ₹27 Cr by the end of the fiscal year.

In June 2025, Fix My Curls underwent major visual rebranding, updating more than 500 digital assets, including its logo and packaging. This led to the brand’s highest-ever sales phase starting in July. During the year, three of its four launches became category best-sellers on Nykaa

The brand plans to launch 10-12 new products over the next 12-18 months to deepen its leadership in textured haircare and expand its offline presence across global markets. It plans to enter at least five new countries beyond its current presence in Germany, Romania and Saudi Arabia.

By FY28, Fix My Curls aims to reach an ARR of ₹100 Cr. The long-term goal is to evolve into a full-stack haircare ecosystem that targets frizz, damage and scalp health across all hair types.

[Authored By Anirudh Trivedi]

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